A series of focus groups and IDIs to better understand real consumer behaviour, including motivations, barriers, heuristics and push and pull factors for the category more generally. Qualitative fieldwork was co-moderated with a behaviour science (BSci) expert, who we worked with to develop behavioural segments and to identify behavioural drivers of influence which could then be targeted to trigger greater category engagement and conversion. Qualitative research was followed by a quantitative phase to size segments and to measure the extent to which triggers and barriers occur.


We developed a BSci informed segmentation which provided our client with clarity on who to target (in terms of share and spend) and how to trigger engagement. This direction and insight created the basis for wealth proposition development to grow both the market and market share for our client.